(Un)certainly positive

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Objective: Cancer patients often turn to media for information on Complementary and Alternative Medicine (CAM), which can influence their perceptions and decisions. This study analyzes how CAM is portrayed in magazines targeting cancer patients, using the framing concept as a backdrop. Methods: We conducted a quantitative content analysis of four widely circulated German cancer patient magazines from November 2012 to April 2013. Results: Our analysis of 39 articles revealed 137 CAM treatments, with a focus on nutritional and metabolic approaches, exercise therapies, and psychological strategies. The portrayal predominantly adopts a scientific perspective, presenting CAM in curative contexts and generally in a positive light, though explicit recommendations are infrequent. Conclusion: Enhancing patient education and informed decision-making requires increased awareness among journalists and medical professionals regarding media coverage of CAM. Providers of health information should strive for a balanced and thoughtful representation of CAM. For healthcare and counseling professionals, proactive communication about media information is crucial. Future health communication research should explore the interactions between patients, media content, and medical experts.